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Mobile: Once a Nice to Have; Now a Need to Have

With each new year comes new ideas and technologies. As communicators, we need to sift through and determine whether or not the newest tools, tactics or strategies will help us in our work and to break through the clutter to reach our targeted audiences.

Given what we have seen during 2013, no one can question the importance of the mobile as a tool for communications. While it may have been considered a “nice to have” as a communications strategy, it has since moved into the proven, “must have” column. As a result, in 2014, communicators will have no choice but to consider how to incorporate mobile into their communications plans. This should not be an imposition since mobile presents a direct and unfettered way to establish direct contact with those who we are vying to stay in touch with. And here are just a few reasons why this is so:

  • Apps are the new website: Just like a company is not considered real if it doesn’t maintain a corporate website, so too will this be the case with apps as they pertain to mobile computing. The Yankee Group reports that by 2015, there will be 1.93 billion app users with the number growing to 2.45 billion by 2017.
  • The power of push: There are different ways to ‘go mobile’ and there has been a lot of confusion about native apps as compared to HTML5 optimized websites. Unlike browser driven mobile optimized websites, native apps allow for the “push” of content to users, the ability to download content to view offline, not to mention the fact that apps can be found and easily downloaded through the App Store and Google Play (optimized HTML5 websites aren’t apps and don’t exist in the app stores).

Going mobile opens up a treasure trove of possibilities for companies and provides them with the power to get information into the hands of their target audiences immediately and simultaneously. To the extent this direct contact has been a challenge facing communicators for decades; it need no longer be in 2014.

 

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